Axiology Lipstick: Instinct

Stripped of all pretensions, Instinct is an understated nude with a sandcastle glitter. Flaxen like a metallic meadow, Instinct’s shy sparkle stays mysterious and gifts your lips with lasting moisture. This versatile hue works well day or night, no matter where your fanciful spirit takes you.

Axiology’s deeply nourishing formula is comprised of all-natural ingredients that keep lips soft and kissable—for hours on end. The comfortable, long-lasting pigments maintain their rich color while providing continuous moisture. With a silky-smooth finish and safe, delicious elements, our lip line is made for the conscious and kind lipstick devotee.

INGREDIENTS: Our products are as good for the body as they are for the planet because we’ve completely nixed chemicals and synthetics from our formula. The result? Earth-based tones that dazzle on every skin type and complexion, with a burst of vibrancy that lasts all day. We use only 9 harmonious and healing ingredients. Passionate about the planet and its resources, the formulations are sans chemicals or additives of any kind. We are the only lipstick on the market that is 100% vegan, palm oil free and uses only pure earth pigments.

PACKAGING:Our lipstick boxes were sourced in Bali, Indonesia, when founder Ericka Rodriguez was visiting the stunning island. Ericka discovered a boutique recycled paper store, and after being impressed and moved by their women-run operation, decided to work with them on packaging. The paper used in our boxes is collected from all around the island—from hotels, offices and households—and is taken to a small factory. It’s then boiled down to a pulp, laid out to the sun to dry, and finally folded and decorated by hand. The gift inherent in these boxes is that their production helps trash reduction on the island, a growing concern as its population and popularity continues to rise.

RETAIL: Currently we offer Axiology Beauty offers customized retail selections that suit your demographic and harmonize with your current assortment. We are both luxurious and modern with a selection of 22 shades in matte, cream and sheer formulas. We will be launching a phenomenal lip crayon (6 shades) in Spring 2017.

What inspired you to create your brand? I was inspired to create Axiology after uncovering the realities of animal testing in beauty and personal care products. After this harsh realization that I had been supporting animal cruelty for years through my makeup choices, I vowed to only purchase products that were vegan, cruelty free and natural. However, my search for these products did not give me what I was looking for. It was then that I went into my kitchen and started to create my own beauty products. This was the beginning of Axiology.

If you could go back to the beginning of the creation of your brand what would you do differently?

I would have shared the Axiology story from the beginning. I didn't release Axiology until it was ready for market. I would have let people in on my story more, showing them me making lipstick and explaining why this was important to me.

What advice do you have to offer for those entrepreneurs in the green beauty industry just starting out?

This industry holds the most compassionate, intelligent and supportive group of women I've ever met in business. Reach out to people for help, it is impossible to do alone.

What is your most favorite product you have created and why?

I am partial to our lipsticks because this was my first creation. It took me more then 200 formulations to finally have the recipe that we are using today. Worth was one of the first colors I created so it holds a special place in my heart.

How do you juggle your life with such huge demands from your company?

I make to-do list after to-do list! I also write everything down, whether that be my personal stream of consciousness or business goals. Putting things on paper gets it out of my head which leads to more freedom for me mentally.

Palm oil. Axiology was created with animal welfare at its core. Unfortunately, palm oil is the world's leading oil and is used in almost all beauty products. The sad truth is that palm oil cultivation is leading to the extinction of orangutans, rhinos, and tigers amongst other species. I encourage everyone to do their research on this issue.

What is the best beauty advice you have received?

SMILE!

What sets you apart from the sea of competition?

Our lipsticks and lip crayons are the most comfortable products on the market. They feel like a lip balm with the look of a lipstick. You'll want to keep applying and applying!